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Competitive Brand Strategy and PositioningAn Innovation in brand perceptual mapping using Radial Landscape Visual Mapping

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The Dilemma

• Perceptual or correspondence mapping is a market research visual tool enabling companies to help understand differences in brand image and perceptions among customers or consumers

• While the information and insights from this visual tool are significant and deep, traditional means for displaying this information has been problematic– Maps tend to be cluttered and messy.

– Difficult to understand by non-technical audience

– Suffers from trying to crowd multi-dimensional data onto 2 dimensional space

– Lacks clarity and is not intuitive

– Usually requires a highly technical person to interpret

– Has a high propensity for confusion

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Lack of consistency or clarity from brand maps

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Radial landscape mapping is based on a statistical data reduction technique* designed to measure the extent to which a set

of brand personality attributes are associated with a set of known brands. Analysis results are illustrated using a ‘Radial

Landscape Map’ where brand personality attributes are positioned out around the perimeter depending on their mutual

association/correlation. Individual brands are positioned inside the map.

Introducing…Radial Landscape Maps

(A revolution in brand mapping)

* Adapted statistical correspondence analysis

Brand personality attribute

Fun

Family ValuesModern

Brand X

Brand YCaring

Brand ZBoring

Basic

ConsistentTired

Brand WIn some cases, the brand attributes start to cluster together representing an underlying theme or latent construct.

Brand W: Close to the centre - it is almost equally associated with all the personality attributes, but has a marginally higher association with vibrancy, expert and fun. This brand has little distinctiveness

Brand X: Has a significantly higher association with fun and modern

Brand Y: has a strong identity of being wholesome, caring and aligned with family values

VibrantWholesome

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Conventional Cases using ATU survey trackers

• How Mexican restaurants are positioned relative to KPI’s Food Quality, Menu, Service & Delivery, Value and Convenience

• How consumer perceptions of different detergent brands in the UK differ from each other

• Shows how leading beverage brands have changes or evolved in their core brand positions over time

• For a B to B firm, shows how different functional departments perceived their own company along key dimensions or drivers of innovation

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Treats you like a valued customer

Has large portions

Mexican Fast Food. Total base (all respondents)

Value

Authentic Mexican Food

Great Tasting Food

High Quality Ingredients

Food from scratchClean/comfortable atmosphere

Personable. Friendly employees

Crave Menu Items

Variety of menu items

Has drive-thru

Healthy nutritious items

Food prepared how you want it

Modern up to date

Gets order right

Simple menu

Open late night/24 hoursFood timely/fast

Convenient nearby location

Good value for moneyLow prices

The Menu

Convenience

Service Delivery

Food Quality

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Authentic and

trustworthy

Exciting and lively

Dull and tiresome

Eco-friendly and

caring

Brand Personality within a competitive context - Detergents

Over-priced

NaturalEthical

Caring

Disappointing

Over-promising

Boring

Basic TiredIrritating

Fun

Vibrant

Efficient

ReliableGenuine

Helpful

ExpertFamily

Engaging

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Alpha (2007)

Alpha (2011)

Alpha (2012)

Beta (2007)

Beta(2011)

Beta (2012)

Gamma (2011)

Gamma (2007)

Gamma (2012)

Is affordable

Is genuine and authentic

Worth what is costs

Goes well with food

Sophisticated drinkAlways doing new things

Would like to be seen drinking

For football fans

Youthful brand

Is very refreshing

Cool & edgy

Associate with music

Inspires Optimism

Good when having with friends

Is an uplifting drink

Makes moments fun

Thirst quenching brandGreat tasting

Comforting & Relaxing

For someone like me

Has a premium quality

Delta (2007)

Delta (2011/12)

Value & Affordability

Quality

Youthful & Cool Social & Fun

Personal

Base: Daily Drinkers of Alpha onlyAdapted Statistical Correspondence Analysis

Case: Drinks brand (evolution in image through time)

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Senor Mgmt Encourages Innovation

My Manager encourages innovation

Budgets for Innovation

Clear processes for Innovation

Sr. Mgment Supports InnovationSr. Mgment Invests in Innovation

Culture of innovation

Innovation Metrics

Employees allowed to take Risk

Innovation Success is Documented

Mid Managers can budget innovation

Team collaborations on Innovation

Promoted for Innovation Ideas

Innovation rewards & incentives

Employees empowered for Innovation

Innovation Assessor Department Perceptual Map

Metrics & Tools

Rewards Innovation

Budgets for Innovation

Management Support

Easy communicate company Vision

Company Innovation Goals clear

Org. Hires Innovators

Company attracts innovative people

Mktg Insights

Bus. Strategy

R&D

Finance

Operations

Sales

Executive Officers

Clear criteria to eval. innovations

Innovation Culture

Open Communication

Satisfied with Org InnovationInnovation Satisfaction

Supports New Innovation InitiativesEmployees empowered with tools to support innovation

Hiring Practises Support Innovation Does not penalize new ideas

Company innovation goals understood

Vision for Innovation

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What data can we use

Structured survey questions Unstructured social media data

Any two-way table will work to produce a Radial Landscape Map

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Our unique approach to measuring social

“engagement”Note: Off the shelf ‘sentiment’ metrics are based on automated word counting and volume of conversation.

Our Approach:

• Is built upon a validated Linguistics based approach known as ‘Stance Shift Analysis’

• Uncovers the meaning of conversations.

• Generates a metric called the Semantic Engagement Index (SEITM)

• Closely maps hard sales data.

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Moving Forward and Next Steps

• How competitive beverage retailers are defined in terms of

customer perceptions

• How luxury-sports cars differ in terms of their customers’

association with attributes of safety, performance, prestige

and design

• How 4 leading facial cream brands differ and compare in

terms of how consumers describe their brand experiences.

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Value and Price

Coolness, funky, style, Décor

Taste and product quality

In-store customer experience

Good value

Coffee Price

Food prices

Talking business & school work

Social with Friends

Store ambiance

Richness

Latte

Amazing tasteLike no other

Cool brand

FunkyStylish brand

Artwork/Decor

Bubbles represent conversational clusters, whilst size indicates level of engagement.

Brand V

Brand XBrand Y

Brand Y is least differentiated by social conversations.

Brand Z

Brand Z stands out v. competitors for the taste & rich flavour of its beverages

Case: Beverage chain (400K social media conversations)

Brand W

Brand W stands out for its storeatmosphere and a place to meet &socialize with friends or business colleagues

14Luxury Sports Cars: Brand positioning using

socially engaged chatter

Classic

Speed

Gas Mileage

Reliable

Safety &Reliability

To Be Seen Driving

Great Acceleration

PowerSafety

Interior Design

Styling

Curb Appeal

Performance

Emotional Style & Design

Elegant Feeling

Durable

Audi and Jaguar are differentiated by social conversations around style and design.

BMW is uniquely positioned on performance qualities.

Acura is least differentiated by social chatter

Note: Separate analysis - Adapted Statistical Correspondence Analysis

Bubble size represents the buzz/volume of chatter (SEI Conversational Clusters)

15Facial Creams Competitive brand positioning using

SEITM on topics

#Texture Hair

#Body Type#Quantity

#Refreshing

#Sensory variety

#Diversity

#Texture Skin #Skin Type

#Skin Irritation

#Baby Soft

#Promotion/Discount

#Affordability & Price

#Long Lasting

#Fragrance

• Adapted statistical correspondence analysis

• Rolled up Net SEI for last 52 weeks

• Bubbles sized by comment volume

• Central position implies least differentiation

For Neutrogena most of the engaged positive comment is around #baby

soft, #texture skin and #texture hair.Engaged conversations around Olay are largely based around body type,

texture of hair and skin.

Garnier has the highest association with baby soft, but also a direct

connection with affordability, quantity and promo activity.

Engaged conversation for L’Oreal is centred around long lasting, sensory

variety and even skin irritation.

Nivea is weakest in terms of engaged chatter across topics,

although its’ score for texture hair is relatively higher than other

brands.

Value

Texture

Diversity

Sensory

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Moving Forward

• Brand positioning is a central part of an effective marketing strategy.

• Successful positioning strategies require differentiation of your brand based

upon its unique strengths and perceptions by customers

• Global Analytics Partners can assist you in developing the data and/or

surveys for brand competitive mapping using our Radial Landscape Visual

tool.

• This tool provides a relative advantage by taking large masses of survey

and/or social media data and coming up with a visualization that

accurately depict how consumers presently see and differentiate

competing brands.

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